Started in 1989, G-Star's motto has always been 'Just the Product". Fusing high level craftmanship with a street level design and edge, G-Star has had many denim "firsts". Using untreated denim as a wearable and desirable material, using 3-D thinking into their denim construction.
They are focused on the innovation of denim, when they are designing they design for the future and the impact they have. For G-STAR, this means future-proofing denim by investing in sustainable innovation.